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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/83167
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/83167


    Title: 行銷績效與行銷努力的關係
    Authors: 陳志雄
    Contributors: 洪順慶
    陳志雄
    Keywords: 行銷績效
    行銷努力
    CALLPLAN模式
    行銷決策支援系統
    行銷模式
    Date: 2000
    Issue Date: 2016-03-31 13:26:55 (UTC+8)
    Abstract: 企業資源有限,需要決策。透過科學化的行銷模式,模擬行銷努力與行銷績效的關係,結合使用者的經驗,對於實務上複雜的行銷決策,提供績效預期的參考,以便適當地將企業資源做最合理與最適化的分配。隨著行銷環境的日益複雜,經理人決策的複雜度與困難性與日俱增,但所幸由於行銷決策支援系統的漸趨成熟、行銷經理人的專業提昇、行銷理論與模式發展更趨於企業實務運作的一致性、行銷模式使用價值的認同與接受等因素,科學化行銷模式在企業實務中的運用將更為普遍,可以提供行銷經理人在複雜的行銷環境中,提昇其行銷績效。
    Reference: 中文部份
    1.蔡瓊慧,(民77年),決策支援系統在行銷管理上之應用--價格相關決策之個案研究,淡江管理科學研究所論文。
    2.葉進成,(民78年),行銷資訊系統之建立--以個案公司為例,淡江管理科學研究所論文。
    3.鄭慶洲,(民78年),行銷決策支援系統之建立與應用--以行銷偵測為例,中原企管研究所論文。
    4.鄭振明,(民80年),廣告決策支援系統之研究,中山企管研究所論文。
    5.駱衍行,(民81年),行銷決策支援系統之建立與應用--以行銷預測為例,淡江管理科學研究所論文。
    6.李錦峰,(民81年),專家型行銷決策支援系統觀念架構之研究,文化企管研究所論文。
    7.潘銘雄,(民81年),銷售反應系統之建構、使用與決策績效之衡量,政大企管研究所論文。
    8.劉致平,(民82年),行銷決策支援系統架構建立與實務運用,中興企管研究所論文。
    9.洪順慶,行銷管理,台北:新陸書局,民國88年。
    10.許士軍,管理學,台北:東華書局,民國88年。
    英文部份
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    5.Edelman Franz "Art and Science of Competitive Bidding" , Harvard Business Review , 43(July-August 1965), pp53-66
    6.Fudge William K. and Lodish Leonard M. "Evaluation of the Effectiveness of a Model Based Salesman`s Planning System by Field Experimentation" , Interfaces, Vol.8, No. 1, Part II (November 1977), pp.97-106.
    7.Goldberg Lewis R. "Man versus Model of Man: A Rationale, Plus Some Evidence for a Method of Improving on Clinical Inferences" ,Psychological Bulletin, Vol.73, No.6, 99422-432, 1970
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    18.Lodish Leonard M. "Vaguely Right` Approach To Sales Force Allocations" Harvard Business Review, Vol. 52, No. 1(Jan.-Feb.1974),pp. 119-124
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    21.Lodish Leonard M., Curtis Ellen, Ness Michale, and Simpson M. Kerry "Sales Force Sizing and Deployment Using a Decision Calculus Model at Syntex Lab." Interfaces V18(Jan.-Feb. 1988) pp.5-20
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    28.Rangaswamy Arvind, Sinha Prabhajant, and Zoltners Andris "An Integrated Model Based Approach for Sales Force Restructuring" Marketing Science V 9, No. 4(Fall 1990) pp.279-298
    29.Russo J. Edward and Schoemaker Paul J.H. "Decision Traps" , Doubleday and Company, New York, 1989
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    32.Young Jeffrey ,"Can computers really boost sales?" Forbes, August 28 1995, pp.84-98.
    Description: 碩士
    國立政治大學
    企業管理學系
    86355042
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002002016
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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